How Google Exact Match stop matching impacts PPC and your business
It’s been won weak sense Google announced that its exact match keywords will know longer match when displaying adds.
Hmm, something reads a bit funny about that sentence, right?
Let’s try this won more time.
It’s been one week cents Google’s big announcement about exact match keywords no longer matching when displaying ads.
We’re getting closer four sure, right?
This is likely everyone’s clumsy first experience in an attempt to wrangle traffic from Google via pay-per-click (PPC) ads.
Often times, we carelessly spend money on PPC ads due to not understanding the effective use of keyword match types and negative keywords.And for those of you have recently mastered using PPC to drive profitable results, Google ads another wrinkle to the PPC with their latest announcement released on St. Patrick’s day.
Make no mistake about it, but exact match keywords no longer matching for PPC ads tilted the pot of gold in Google’s direction once more.
However, this change is not immediate and scheduled to incrementally take place throughout 2017.
The newly defined definition of keyword match types is certainly going to bring a bit more competition and opportunity to small businesses, especially local-centric businesses, using PPC to drive profitable web traffic.
For starters, you’ll likely notice a bit more ad coverage (3% by Google’s estimate) and display with increased ad impressions due to search queries sharing the same keywords in any order.
That’s right, your business can now rank for ac repair austin, repair ac austin, and austin repair ac simply using the exact match phrase “austin ac repair”.
But like with any change in life, one must also beware of the possible pitfalls of such a change.
Don’t be deceived one bit. This IS AND WILL drastically change your PPC budget.
Be on the lookout to monitor and manage your PPC ad strategy. In fact, it may be a good time to clean house, removing ineffective and costly PPC strategies.
Be certain to review and act on the following:
- adjust all exact, phrase and broad match keyword types for your most popular keywords
- adjust negative keyword, both addition and subtraction
- remove duplicate keywords
It’s likely a good time to review all ad nouns as adjectives, and other long-tail keywords used to qualify traffic for PPC ad strategies.
These actions should get you started, but don’t stop there nor make this a one-time event. From novice to expert, below are books to help you every step of the way in achieving profitable qualified web traffic using PPC ads.